how we work

Developing effective designs through testing and refining

As information designers, we are interested in not just the aesthetics of a design but also the quality of the information that it contains and the ability of the design to convey that message. One way to do this is to observe what it’s like for someone else to use the design and then incorporate these observations into the design process.

We use a method of design testing that enables us to gain valuable insights into how a design is used, how someone expects to use it, and where the design can be improved or refined. This process allows us to achieve a much higher standard of design from a user’s viewpoint than has ever been possible.

Our initial response is to identify the tasks or functions someone would expect to be able to perform using the client’s current design – e.g. in the case of a medicine label, can consumers assess both the risks and the benefits of using the medicine from the pack? Or with an insurance document, can consumers determine if they are covered for a particular incident? Or with a utility bill, can they easily find the due date?

We use this list of tasks as a yardstick for any new design we may develop, and when budget allows, as the basis for conducting usability testing.

When we test a design we use one-on-one interviews to assess if people can perform the expected tasks and the difficulties they experience in attempting to do so. Generally we have found that we only need 6-10 participants to identify most of the faults in the design. We also maximise the number of faults we find by testing the design with people who are most likely to experience difficulty.

The results from testing provide us with strong evidence to support the structure, typography, wording, navigation and look of any new design; we can, for example, ascertain where the text needs to be clarified or rewritten altogether, create navigation tools for greater ease-of-use, develop clearer type heirachy, and add signposts if needed. We develop the design and writing side-by-side so that the end result is a seamless integration of text, image and layout. Where possible, we also re-test any new designs to see whether we have improved the performance, and if necessary, refine the design and test again until the design reaches the target performance level agreed to with the client.

Obviously not all projects require testing, or have the budget to do so. In these instances we can usually draw upon our previous knowledge, as well as conducting an exhaustive scope of the project to ensure that the right outcomes are achieved.